Editorial Board   

Mr. Portugal

Marc Portugal

Director of Marketing, Bortz Group of Companies

Marc Portugal is an experiential marketing professional with twelve years of accomplishments in launching brands and associated experiential marketing programs - including events, sponsorships, partnerships, and more - with a keen focus on the mindspace, feelings and rituals of consumers. Whether it's an e-mail campaign or a fashion show; a guerilla campaign or a fundraiser - Marc firmly believes in the "4th" dimension of experiential marketing. He addresses mind, body, spirit AND community when implementing marketing programs. Marc practices "experiential empathy" every step of the way - deeply focused on and concerned about the genuineness and consistency of audience feelings and relationships - not merely demographics, statistics, or out-dated traditions. In 1998, after several internships and completion of undergraduate studies, Marc began at KBA Marketing where he activated brand sponsorships and events across the country for various clients. Turning both conventional and unorthodox venue spaces into lifestyle lounges, sampling stations, fashion shows and concerts, Marc delivered the promise of the clients' brands and aided in renewed AOR status. Marc's most notable achievement includes the brand launch of the Palms Casino Resort in Las Vegas, and the N9NE Group venues it houses. As founding Marketing Director, Marc first brought the Palms and N9NE Group to life in the backyard of the famed Playboy Mansion - giving key influencers a sneak peak of what was to come. Upon opening, Marc founded ground-breaking marketing partnerships with Playboy, MTV, Red Bull, and other brands that helped elevate the Palms to the status of Boutique Casino Resort, and arguably reinvented standards for lifestyle branding and nightlife-driven entertainment nationwide. Currently, Marc resides in Chicago and consults for the Bortz Group of Companies - a lifestyle and entertainment development firm specializing in the branding, marketing, and operation of salon/spas, nightclubs, sports leagues, and associated experiential integrations of sponsor and partner brands including but not limited to AVEDA, Belvedere Moet-Hennessy, Miller-Coors Brewing, Opt-It, and others. Marc specifically applies experiential strategies to the electronic and online spaces to effectively and affordably retain consumers across multiple profiles and brands. In his spare time, Marc volunteers for PAWS: Chicago-'s largest no-kill animal shelter, and turns to his favorite Martin guitar - aspiring to move beyond a self-described "novice grunge" level. He focuses overwhelming attention and emotion on the love of his life - an 80-lb Rottweiler named Princess Leia.

Mr. Portugal can be contacted at 312-850-8186 or marcportugal@yahoo.com

Coming up in October 2019...

Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.